St John Ambulance has launched Nursery Rhymes Inc. - a campaign that teaches parents and the wider public how to help a baby who’s stopped breathing. New research shows that this is the first aid emergency parents are most worried about; yet only one in four know how to help. Nursery Rhymes Inc. teaches baby CPR in a short, clear and reassuring way to help parents remember what to do in an emergency.Created by BBH London, with Media planning and buying by John Ayling and Associates, the campaign features everyone’s favourite nursery rhyme characters who’ve come together to create a memorable rhyme to explain the technique. Incy Wincy Spider, Humpty Dumpty, Jack & Jill, and the Cat & the Fiddle will be appearing in a TV ad struggling to write the rhyme – though they have more luck in the longer online version, which promises to make baby CPR truly unforgettable in just two minutes with a catchy song.CreditsStrategist: Alana KingBusiness Lead: Jon BarnesAccount Director: Leo SloleyAccount Executive: Louisa SteeleProducer: Victoria KeenanProduction Company: BlinkinkDirector: Becky and JoeSong & Lyrics: Baker Terry and Joseph PellingExecutive Producer: James Stevenson BrettonProducer: Benjamin LoleDOP: Ed TuckerPost Production: The Mill & Blinkink StudiosEditor/Editing House: Joseph Pelling & Hugo Donkin/Blinkink StudiosSound: 750mphMedia Account: Business Director: Nick SmithTV Buying Director: Steve VenesAccount Manager: George GwilliamTV Buying Manager: Dan DenmanAccount Executive: Leo Barron